Brewing company Carlsberg partnered with Liverpool Football Club to launch a stadium accessibility initiative. The physical execution relies on teaching hearing football fans how to perform the club anthem “You’ll Never Walk Alone” using British Sign Language. The brand worked with agencies Fold7 and COPA90 alongside the British Deaf Association to coordinate a mass crowd performance during a live Premier League match.
The campaign alters a traditional pregame singing ritual that usually excludes deaf and hard of hearing supporters. Carlsberg deployed a fan engagement strategy before the match using players to teach the specific hand movements. The physical activation culminated at Anfield Stadium, where hearing fans used their hands to visually broadcast the song to their deaf neighbours in the stands.
This strategy turns a massive crowd into a physical accessibility tool. The brand bypasses traditional stadium billboard advertising to integrate its message directly into fan behaviour. Carlsberg extended the physical impact beyond the match by funding permanent sign language interpreters for all future home games. The company also rolled out physical sign language training for bar staff at the stadium and across sixteen sports pubs in the United Kingdom.
Campaign Name: Signs of Unity
Agency Name: Fold7 and COPA90
Brand Name: Carlsberg
Location: United Kingdom
